Hua Hin–Cha Am MICE City Launches with “5 Senses. One Destination.” to Boost Central Thailand’s Economy

Phetchaburi and Prachuap Khiri Khan provinces, together with the Thailand Convention and Exhibition Bureau (TCEB), officially launched “Hua Hin–Cha Am MICE City” to attract international meetings and exhibitions and generate income for local communities.

The launch took place on 29 September 2026 at Dusit Thani Hua Hin in Cha-am District, Phetchaburi. Hua Hin–Cha Am is one of six newly designated MICE cities in 2026, bringing Thailand’s total to 16. MICE stands for Meetings, Incentives, Conventions, and Exhibitions.

Under the concept “5 Senses. One Destination.”, the initiative highlights five key strengths: wellbeing, royal heritage, gastronomy, seaside experiences, and sustainability.

Phetchaburi Deputy Governor Wanpen Mungsri noted that the province’s status as a UNESCO Creative City of Gastronomy offers unique opportunities to create exclusive culinary experiences for MICE visitors. These can be combined with historical tours featuring Phetchaburi’s three royal palaces and nature conservation activities within Kaeng Krachan National Park. She emphasized that the designation will connect hotels, restaurants, local farmers, and communities within a sustainable tourism ecosystem.

Prachuap Khiri Khan Governor Sitthichai Sawatsaen said Hua Hin’s high-quality accommodations, golf courses, and health services provide a strong foundation to transform the resort town into a premier wellbeing-focused MICE destination, blending business, leisure, and wellness.

TCEB has outlined five core development strategies covering marketing, products, personnel, infrastructure, and management systems. These aim to position Hua Hin–Cha Am as a leading international venue for business events while driving sustainable economic growth across central Thailand.

News and photos: Phetchaburi Provincial Public Relations Office